The Tester simplifies a previously time-consuming process – testing mobile in-app ads required maintenance of test apps for each SDK developers or advertisers may use. To test a single ad, clients needed to set it up multiple times and test it in different apps. The Tester solves this issue by combining multiple SDKs in a single app. This increases fill rates and eCPM for sellers with rich media demand.

“QA has been a costly and time-consuming challenge for digital media advertisers for far too long, and crowd-sourced efforts to address the problem have been incomplete and unsustainable. IAB Tech Lab is uniquely positioned to leverage our trusted relationships with members in the industry to provide this valuable utility to empower the marketplace. With the release of the MRAID Ads SDK Tester app, we will redefine the way to qualify inventory and expect it will provide wide-reaching implications for the industry.”

Currently, Tester features four SDKs, including Millennial Media, AdMarvel, PubMatic and InMobi, with more to be added this year.

Developers and marketers can easily use the app on their iOS and Android devices. IAB Tech Lab has also launched a web interface to save ad creative to be accessed later through mobile devices or app emulators on desktop.